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Bamisha1 Model of Consumer Behavior PPs – MM FE - Manajemen Universitas Muhammadiyah Malang.

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Presentasi berjudul: "Bamisha1 Model of Consumer Behavior PPs – MM FE - Manajemen Universitas Muhammadiyah Malang."— Transcript presentasi:

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2 Bamisha1 Model of Consumer Behavior PPs – MM FE - Manajemen Universitas Muhammadiyah Malang

3 Bamisha2 Model of Consumer Behavior by Philip Kotler Marketing Stimuli Product Price Place Promotion Other Stimuli Economic Technological Political Cultural Buyer’s Characteristic Cultural Social Personal Psychological Buyer’s Decision Process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Buyer’s Decision Product choice Brand choice Dealer choice Purchase timing Purchase amount

4 Bamisha3 Major Factors Influencing Buyer Behavior 1. Cultural Factors 2. Social Factors 3. Personal Factors 4. Psychological Factors

5 Bamisha4 Cultural Factors 1. Culture 2. Sub Culture 3. Social Class

6 Bamisha5 Social Factors 1. Reference Groups 2. Family 3. Roles and Status

7 Bamisha6 Personal Factors 1. Age and stage in the Life Cycle 2. Occupation and Economic Circumstance 3. Lifestyle 4. Personality and Self Concept

8 Bamisha7 Psychological Factors 1. Motivation 2. Perception 3. Learning 4. Beliefs and Attitudes

9 Bamisha8 Model of Consumer Behavior by Henry Assael The Individual Consumer Response Consumer Decision Making Environmental Influences Feedback To Consumer Feedback to Environment Development of Marketing Strategies

10 Bamisha9 The Individual Consumer Stimuli The Consumer Response Consumer Thought Perceptions Attitudes Benefits Consumer Characteristic Demographics Personality Life Cycle Information Processing Decision Making Feedback

11 Bamisha10 The Individual Consumer 1. Consumer Thought Variables a. Perceptions b. Attitudes c. Benefits 2. Consumer Characteristic a. Demographics b. Personality c. Lifestyle

12 Bamisha11 Environmental Influences Stimuli Culture Face to Face Groups Situational Determinant The ConsumerResponse Cultural Values Subcultural Influences Cross Cultural Influences Reference Groups Family

13 Bamisha12 Environmental Influences 1. Culture a. Cultural Values b. Sub Cultural c. Cross Cultural 2. Face to Face Groups a. References Groups b. Family 3. Situational Determinants

14 Bamisha13 Major Factors Influencing Buyer Behavior by Schiffman & Kanuk 1. The Consumer as an Individual 2. Consumer in their Social and Cultural Settings

15 Bamisha14 The Consumer as an Individual 1. Consumer Need and Motivation 2. Personality Consumer Perception 3. Learning and Consumer Involvement 4. The Consumer Attitudes 5. Communication and Persuasion

16 Bamisha15 Consumer in their Social and Cultural Settings 1. Group Dynamics and cultural Settings 2. Family 3. Social Class 4. Culture 5. Sub Cultural 6. Cross Cultural

17 Bamisha16 Major Factors Influencing Buyer Behavior Howard & Seth 1. Exogenous Variables 2. Hypothetical Construct

18 Bamisha17 Exogenous Variables 1. Culture 2. Social Class 3. Ciri-ciri Kepribadian 4. Pengaturan Organisasi masyarakat 5. Time 6. Status Keuangan

19 Bamisha18 Hypothetical Construct 1. Perceptions 2. Learning 3. Attitudes

20 Bamisha19 Major Factors Influencing Buyer Behavior by Engel, Kollat & Blackwell 1. Lingkungan 2. Perbedaan individu 3. Proses Psikologis

21 Bamisha20 Lingkungan 1. Budaya 2. Kelas Sosial 3. Pengaruh Pribadi 4. Keluarga 5. Situasi

22 Bamisha21 Perbedaan individu 1. Sumber Daya Konsumen 2. Motivasi dan Keterlibatan 3. Pengetahuan 4. Sikap 5. Kepribadian, Gaya Hidup dan Demografi

23 Bamisha22 Proses Psikologis 1. Pengolahan Informasi 2. Pembelajaran 3. Perubahan Sikap/ Perilaku

24 Bamisha23 Major Factors Influencing Buyer Behavior by Kerby 1. Person Factors 2. Social Factors

25 Bamisha24 Person Factors 1. Persepsi 2. Sikap 3. Belajar 4. Kepribadian 5. Perhatian 6. Daya Ingat 7. Keterbatasan Ekonomi

26 Bamisha25 Social Factors 1. Persaingan 2. Tingkat Sosial 3. Kelompok Anutan 4. Liingkungan Budaya

27 Bamisha26 Major Factors Influencing Buyer Behavior by Fransesco Nicosia 1. Stimulus akan menghasilkan a. Perception b. Learning c. Output 2. Exogenous Variables a. Kepribadian b. Posisi Ekonomis c. keluarga


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